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Advertising Management

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Title: Advertising Management


1
Advertising Management
  • Chapter 5

2
Chapter Objectives
  1. Understand steps of effective advertising
    management.
  2. Recognize when to use in-house advertising and
    when to employ an external agency.
  3. Review the steps of effective advertising
    management.
  4. Analyze functions performed by account executives
    and creatives.

3
Marketing Power
  • Women over 40
  • Buying potential
  • Targeting women over 40
  • Buying habits include
  • Affluence
  • Self-indulgence
  • Comfort

4
Advertising Management
  • Evaluate role of advertising in IMC program.
  • Select in-house or external agency.
  • Develop advertising management strategy.
  • Develop creative brief.

5
In-House or Advertising AgencyDecision Criteria
  • The size of the account
  • The media budget
  • Objectivity
  • Product complexity
  • Creative ability

6
External Agencies
Boutique ?------------------? Full-service
  • Advertising agencies
  • Media service companies
  • Direct marketing agencies
  • Consumer and trade promotion specialists
  • Public relations firms

7
Whole Egg Theory
  • New trend in advertising
  • Young and Rubicam Advertising Agency
  • Total success in the marketplace
  • Integration of marketing approach.

8
Choosing an Agency
  1. Set goals.
  2. Select process and criteria.
  3. Screen initial list of applicants.
  4. Request client references.
  5. Reduce list to 2-3 viable agencies.
  6. Request creative pitch.
  7. Select agency.

9
Evaluation CriteriaSelecting Advertising Agency
  • Size of agency
  • Relevant experience
  • Conflicts of interest
  • Creative reputation
  • Product capabilities
  • Media purchasing capabilities
  • Other services available
  • Client retention rates
  • Personal chemistry

10
Advertising Planning and Research
  • General pre-planning input
  • Product specific-research
  • Major selling idea
  • Qualitative research
  • Anthropology
  • Sociology
  • Psychology
  • Value and lifestyle model (VALS)
  • Personal drive analysis (PDA)

11
Key Advertising Personnel
Ad Agency
  • Creative directory
  • Creatives
  • Traffic manager
  • Media buyers
  • Media planners

Account Executive
12
Steps in Advertising Campaign Management
  • Review communication market analysis.
  • Establish advertising portion of IMC objectives.
  • Review advertising budget.
  • Select media.
  • Prepare creative brief.

13
Communication Market AnalysisReview
  • Competitors
  • Opportunities
  • Target markets
  • Customers
  • Product positioning

14
Advertising Goals
  • To build brand image
  • Top of mind
  • First choice
  • To inform
  • To persuade
  • To support other marketing efforts
  • To encourage action

15
Advertising BudgetManner of Distribution
  • Continuous schedule
  • Flighting schedule
  • Pulsating schedule

16
Creative Brief
  • The objective
  • The target audience
  • The message theme
  • The support
  • The constraints
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